The importance of Social Advocacy Programs
Marketing leaders are increasingly recognizing the value in implementing social advocacy programs to increase brand impact outside of the organization.
Among the key findings:
67% of marketers have fully deployed or are piloting employee advocacy programs, which typically push brand content to employees to share with their personal and professional networks.”*
– Gartner, Market Guide for Employee Advocacy Tools
The link between Social Advocacy and Engagement
We believe it’s important for program leaders to implement a social advocacy program in the context of a larger strategy to improve employee engagement.
A successful social advocacy program will engage employees by involving leaders and managers in the global brand awareness strategy as they galvanize their teams while enabling employees to share their company values and work experience to their network. In our experience, a social advocacy program helps to identify natural leaders in the workforce and opens paths of positive recognition for active ambassadors.
New social advocacy tools typically complement existing tools for employee engagement such as corporate intranets. We recommend marketing leaders to audit their existing social tools and to see whether a new dedicated tool can bring their advocacy program to the next level.
Strategy for Implementing Social Advocacy
It’s essential for business leaders to head digital transformation and social programs in order to drive adoption within their teams and become knowledgeable referents for corporate vision and strategy.
The Market Guide for Employee Advocacy Tools states, “when developing an employee advocacy program, Gartner recommends that marketing leaders:
- Develop a strategy that focuses on employee engagement first by looking at employee adoption and content consumption before introducing social sharing.
- Put a training and compliance plan in place to ensure employees are properly equipped to engage their social networks.
- Curate a diverse, organized stream of content that can be tailored by employees to be relevant for their peer and customer networks. Give them the opportunity to contribute content within program guidelines. For financial services and healthcare industries, this may include regulatory compliance.”*
➝ Visit this LumApps blog post for “6 Tips to Build a Strong Employee Advocacy Program”
*Gartner Inc.,“Market Guide for Employee Advocacy Tools”, Jay Wilson, October 29, 2019.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
LumApps Employee Social Advocacy
The LumApps Employee Social Advocacy solution makes it simple for organizations to maximize their social reach and build brand image easily, by turning engaged employees into powerful brand advocates. Implementing this type of program also empowers employees and increases engagement, which reinforces corporate culture from the inside out!
Communication Manager EMEA
December 3, 2019